Clipcanvas, a new and independent stock footage marketplace, has launched its service following 20 months of development. "We aim to become one of the most efficient independent providers of royalty-free stock footage," says Cato Salter, the company's CEO.

"We have worked under the assumption that people are spending too much time on identifying the content they need, browsing through large numbers of pages containing stock footage. Applying our technology, we have tried to reduce the time it takes to identify one specific piece of footage." In this respect, the company has taken a slightly different approach, offering navigational search for footage, instead of just offering keyword-based search utilities and consequent page browsing.

The company also offers all clips as editable previews for immediate download: "The footage offered for sale is available for immediate download, as watermarked SD previews, so you can test edit the footage before you buy. We believe this gives great flexibility to our customers, and allows for more creative applications."

"We are offering both professional photographers and high-end archives an opportunity to publish their own content for sale on a royalty free basis through Clipcanvas, giving them full control of their content. This also applies to setting the appropriate price levels, something which we believe is highly important to our clients." In addition, they receive a competitive 60 percent proceed from sales.

Clipcanvas are concentrating on increasing the amount of content they offer, which is mainly high definition footage, and are seeing an increase in the number of clips that are shot on RED, so undeniably, these are important areas for them in the future.

When it comes to pricing the footage ranges from 50 EUR to 500 EUR per clip, and following purchase you may select from a wide range of digital formats for download.

Salter sees many challenges facing the industry, ranging from DRM, crediting and acknowledging artists, to correct pricing and technology applications. "The stock footage industry is an established industry, experiencing change induced by the application of new technology and a growing number of new entrants. In addition, the market is growing rapidly, and use of stock footage is becoming more widespread. I believe the two most important factors for success in the time to come is leveraging technology successfully and being able to cooperate with others. Also, we shall probably see a growing focus on consolidation in the industry."